Key figures
| Metric | Value | Note |
|---|---|---|
| Smartphone Penetration | 92.5% | of population |
| Mobile Commerce Share | 58.9% | of e-commerce GMV |
| Average App Usage Hours | 4h 0m | per day |
| Mobile Internet Users | 13.8 million | |
| Mobile Ad Spend | €11.1 billion |
Overview
Smartphones are the dominant device for internet access and digital activity in the Netherlands. High penetration ensures a large audience for mobile applications, services, and e-commerce.
Breakdown
- Top App Categories by Usage Hours: Social Media (30%), Entertainment (28%), News (15%), Shopping (12%), Other (15%)
- Mobile Payment Share (2026): 63% of mobile transactions
- Mobile E-commerce GMV (2026): €38.5 billion
Outlook
Mobile's central role in the Netherlands digital ecosystem will persist. Growth in mobile commerce and app usage is anticipated, driven by user convenience and the increasing sophistication of mobile platforms and services.
Sources: industry surveys, platform filings, and modeled estimates for 2026